Science communication in the age of TikTok
Science communication has changed dramatically in recent years. Once confined largely to academic journals, newspapers and public lectures, the rise of social media has transformed how people access and engage with scientific information. Nowhere is this shift more apparent than among 18–24-year-olds, who are more likely to get their news from social media than traditional outlets, particularly via video platforms such as TikTok and Instagram.
TikTok has come a long way from the viral dance trends that defined those blurry, timeless days of the pandemic. Today, its short-form videos have created new opportunities for scientists, pharmaceutical companies and educators to communicate directly with the public. And, unlike traditional forms of science communication, TikTok encourages conversation. Audiences can ask questions, challenge ideas and engage with creators through comments or live streams, making them active participants rather than passive consumers. In an ideal world, this could spark curiosity, encourage meaningful discussions about scientific research and help build public trust in science.
However, this changing landscape is not without its pitfalls. Distilling complex research into a one-minute video inevitably risks losing the nuance that makes science so valuable and interesting. Important caveats, uncertainties and limitations can easily be overlooked in favour of content that is quick, engaging and easily digestible. At the same time, misinformation continues to thrive across social media. Algorithms prioritise content that generates clicks and engagement, regardless of whether it is scientifically accurate. This allows for false or misleading information about issues such as vaccination and climate change to spread rapidly – often alongside, or even ahead of, evidence-based information.
This is why it is more essential than ever for credible science communicators and outlets to have an active and engaging presence on these platforms. I was particularly pleased to see Nature join TikTok earlier this year, signalling a recognition that science and medical communications need to meet audiences where they are. More platforms need to increase their social media presence and recognise that reaching young audiences early is an opportunity, not only to share knowledge, but also to encourage audiences to question what they see online and to seek out reliable sources of information.
As medical and science communicators, we have a responsibility to be a part of these conversations. A one-minute video might not seem long, but with the right storytelling alongside thoughtful images or animations, it can both inform and educate the audience. It can also help counter misinformation spreading across social media by providing trusted voices in spaces where many people now consume their information.
The digital landscape will continue to evolve and we must adapt with it. The challenge is to strike the right balance between accuracy and accessibility, ensuring that science remains trustworthy and engaging in an increasingly connected world.
